Get Crafter to become a relevant option for small and medium enterprises that require cargo vans.

Increase the perception of cargo capacity superiority for Crafter as it is the No.1 criteria for our target when deciding on their next cargo van.

Thanks to this promotion, Crafter increased brand awareness by 224% among regular visitors of Central de Abastos. Awareness turned into purchase intention as 87% of the interviewed visitors expressed a wish to change their current van vehicle for Crafter. Purchase intention turned into actual sales as the 4 main VW distributors closer to Central de Abastos increased their sales of Crafter by 70% on average during the following 2 months after the activity.

We identified the Central de Abastos as an ideal location for promoting Crafter. It is the largest commercial space in Latin America for trading fruits, vegetables and raw products. In other words, it is the place with the highest affinity for cargo van users. We wanted to make Crafter a relevant and differentiated brand in a place with thousands of product messages and brand promotions. We decided to create a huge structure with a QR Code made with actual boxes of oranges. Our target would scan the code to see a video of how those boxes would fit inside a Crafter.

It was relevant because it allowed prospects to experience the larger capacity of Crafter with something new and differentiated that broke the patterns of promotions our target was used to. Showing the cargo capacity of Crafter is something that requires a very long explanation and a video. It was not possible through out-of-home or print advertising. Using TV would be a very expensive and a huge waste considering this was for a very specific target audience. Showing product benefits using a QR Code built using orange boxes demonstrated the main benefit for consumer and the differentiated territory of the brand.